Core Insights - The article discusses the challenges and strategies of promoting Chinese intangible cultural heritage (ICH) products in Europe, highlighting the journey of an entrepreneur who aims to bridge cultural gaps and create market opportunities for ICH abroad [1][5][35] Group 1: Entrepreneur's Background and Motivation - The entrepreneur, Cai Qing, has a background in teaching Chinese as a foreign language and has explored various career paths before venturing into ICH [2][3] - She discovered the potential of ICH while interacting with artisans in Yunnan, realizing that these traditional crafts have significant market potential [6][7] Group 2: Market Exploration and Strategy - Cai Qing established a cultural media company in Guangzhou, focusing on making Chinese ICH visible and commercially viable in international markets [5] - During her travels in Europe, she identified a lack of Chinese crafts at exhibitions and a general unfamiliarity with ICH among foreign audiences [14] - The target demographic for her initiatives is primarily young consumers, utilizing both online and offline strategies to promote ICH [15][16] Group 3: Promotion and Engagement Tactics - The promotion strategy includes interactive and visually engaging activities, such as exhibitions and flash events, to attract and educate foreign audiences about ICH [17][18] - Collaborations with local businesses, like incorporating ICH designs into popular products, have proven effective in gaining consumer interest [33][34] Group 4: Challenges Faced - The entrepreneur's team faces logistical challenges in transporting materials and products for overseas events, often relying on local resources for support [20][24] - Cultural differences in business practices, such as the meticulous planning required in Germany, have necessitated more detailed preparations for events [25][28] - Initial marketing efforts focused too heavily on craftsmanship without connecting emotionally with foreign consumers, leading to a need for deeper storytelling [29][30] Group 5: Future Directions and Collaboration - The success of promoting ICH abroad relies on collaboration among artisans, designers, and local governments to ensure effective market entry and sustainability [36][37] - The entrepreneur emphasizes the importance of innovation and adaptability in the ongoing journey of promoting ICH internationally, viewing it as an "infinite game" that requires continuous exploration and rule-making [38]